The Qingming Festival in 2025, which ended a few days ago, achieved a box office of more than 378 million yuan. Although the Qingming Festival holiday is not the peak period for movie viewing, there are as many as 10 movies released this year, including the new domestic films "Sunshine·Flower", "Don't Talk Love", "Fox Hunting·Operation", and the re-released domestic film "Heart", as well as the imported action film "Minecraft Movie", the cartoon "Mobile Suit Gundam: Cross-Time Battle", etc. The theme types are rich, meeting the audience's movie needs in addition to being cautious in chasing the distance and outings.

　　As we all know, this year's Spring Festival has ushered in a good start, and films such as "Nezha: The Devil Child's Fighting in the Sea" have received enthusiastic responses from the audience. The filmmakers are full of hope and continue to work hard for Chinese films this spring. The 3-day short holiday during the Qingming Festival is especially suitable for small and medium-sized film testing. Some producers actively publish videos to stimulate diversified viewing needs. Compared with previous years, the proportion of female audiences in Qingming Festival and those over 35 years old has increased this year. The proportion of female audiences in "Sunshine·Flower" and "Don't Talk" is close to 70%. The proportion of multiple people watching movies in "Minecraft" is higher than that of other films, and the proportion of middle-aged male audiences in "Fox Hunting·Operation" is prominent. This shows that as long as the film has a unique theme and connotation, it can win the love of the target audience. Even in non-traditional hot schedules, high-quality content can attract audiences to the theater.

　　Now, the May Day holiday is coming soon. According to the 2025 Qingming and May Day movie list press conference hosted by the State Film Administration a few days ago, nearly 10 films will be released during the May Day holiday: "Dunting Queen" tells the inspirational story of the heroine rewriting her destiny with her family skills in a foreign land; "The Lost World is My Love" starts a hilarious road trip; "The Hunting of Gold Game" reveals the suspenseful insider of investment and financial management; "The Wind Kill" shows three policemen fighting gangsters to save the town; "Happy Superman: Rescue of the World" is full of innocent and childlike fun... Each show the vigorous vitality of the Chinese film market and the sincerity of the creators.

　　Film workers have painted the romantic spring scenery on the screen, and a batch of new domestic films and imported films are ready to go. The connection between the Spring Festival, the Qingming Festival and the May Day holiday is not only the result of the refined operation of the Chinese film market, but also a capture of the audience's consumption habits. Considering the long May Day holiday and the growing trend of consumer cultural and entertainment needs, I believe that more viewers will enter the theater and experience the spring of Chinese films blooming. (Miao Chun)

[Editor in charge: Susan]